greeny+

What greeny+ does

greeny+ (greeny International AG, headquartered in Zug, Switzerland, founded in 2024) designs, manufactures, and sells premium consumer indoor-gardening and household wellness hardware. Its core product is the greenyGARDEN HOME, a €2,290 aeroponic indoor garden tower that uses soil-free cultivation with automated irrigation and dimmable LED lighting. The company extends into adjacent categories with greenyWATER, a €1,240 water filter that combines hexagonal water restructuring with VitaJuwel-cut gemstone inlays, and greenyGROW, a €249.99 microgreens starter product. Bundles combine the SKU set at price points up to €3,920. The product portfolio is manufactured using proprietary bio-filament 3D printing on Raise3D printers at the company's own facility in Baiersbronn, Germany, providing vertical integration over a key component of the tower.

The business model blends one-time hardware sales with a recurring consumables stream (seeds, nutrients, replacement parts, accessories) and a partner- and franchise-driven revenue layer. Go-to-market is multi-channel: direct e-commerce through the company's own storefront, a multi-level partner programme (greenyANGEL/greenyGUARDIAN) paying 10% on direct sales and 5%/2.5%/0.5% across three downline levels, and a greeny franchise network in the DACH region. The company is led by CEO Tom Maus, son of OBI co-founder Prof. Manfred Maus, and is associated with the Laureus Foundation. The company reports a headcount of 1-10 employees and has not disclosed funding, revenue, or unit-sales figures.

Name

greeny+

Legal name

greeny International AG

Website

https://greenyplus.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1–10 employees

Short description

greeny+ (greeny International AG, Zug, Switzerland, founded 2024) designs and sells premium consumer indoor-gardening and household wellness hardware — led by the €2,290 greenyGARDEN HOME aeroponic tower — via D2C e-commerce, a multi-level partner programme, and a DACH franchise network.

Ownership category

akta.pro rank

Product category

Consumer Indoor Gardening Equipment

NAICS

Lawn and Garden Tractor and Home Lawn and Garden Equipment Manufacturing (333112), Building Material and Garden Equipment and Supplies Dealers (444), Lawn and Garden Equipment and Supplies Retailers (4442)

SIC

Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524), Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Greenhouse Structures & Construction (Frames, Glazing, Benches) (AFAAAHAA)

akta.pro secondary industries

Countertop Water Filtration Systems (CRAJAJAC), Greenhouse Herb & Microgreens Production (Culinary Herbs, Microgreens) (AFAGAHAC)

Keywords

• Aeroponic gardening systems
• Smart indoor farming
• Home water filtration
• 3D-printed appliances
• Consumer gardening hardware

Headquarters

HQ city

Zug

HQ country

Switzerland

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Hardware sales (one-time): Primary revenue from one-time sale of physical products: greenyGARDEN HOME (€2,290), greenyWATER (€1,240), greenyGROW, and bundle packages (greenyBUNDLE BASIC/ PRO/ MAX/ MAX PRO). Prices are publicly disclosed on the website.
2. Consumables & accessories: Recurring revenue from consumable products including greeny GROW IT liquid fertiliser (€29.99/litre), plant capsules, microgreen seeds, mushroom cultures, plant capsule covers, activated carbon fleece, and microgreen trays and wicks. Also replacement parts for all devices.
3. Distribution partner fees: greenyANGEL/greenyGUARDIAN partners purchase greenyGARDEN HOME at full retail price (€2,290) plus optional performance packages (greenyANGEL Leistungspaket €3,950). The company earns revenue on hardware sales to registered partners in addition to downstream commission structures.
4. Franchise fees: Franchise partners pay to join the greeny+ franchise network and receive training, marketing materials, exclusive product access, and ongoing operational support. Franchise fees contribute to revenue alongside product sales through franchisee channels.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

greeny+ develops, 3D-prints, and sells premium indoor aeroponic gardening systems and complementary home water-filtration devices under the greeny International AG brand. Its flagship product, the greenyGARDEN HOME aeroponic tower, is sold for €2,290 alongside the greenyWATER water filter (€1,240) and the compact greenyGROW unit (€249.99), with revenue supplemented by bundled offers and recurring consumables such as seeds and nutrients.

Product overview

greeny+ is a multi-product portfolio built around indoor smart gardening and water filtration technology. The core offering is the greenyGARDEN HOME, an aeroponic indoor plant tower that grows vegetables, lettuce, and herbs at home using 36 plant inserts, automatic irrigation, and dimmable Samsung grow LEDs — all manufactured via 3D printing. The greenyGROW is a compact 3-in-1 indoor garden for microgreens, plant pre-growing, and mushroom cultivation. The greenyWATER is an innovative water filter using Tesla coil technology to deliver 99.9999% filtered, hexagonally-structured water via a VitaJuwel crystal carafe. These core products are complemented by bundle packages (greenyBUNDLE BASIC, PRO, MAX, MAX PRO) that combine two or three products at discounted prices, and a greenyANGEL sales partner package. Supporting consumables and accessories include microgreens seeds (8 products), plant capsules (27 products), mushroom cultivation kits, a liquid NPK fertilizer (greeny GROW IT), plant capsule covers, activated carbon fleece filters, microgreen trays and wicks, and replacement inserts.

Differentiator

Problem solved

Functional benefit

Brands

• greenyGARDEN HOME: Aeroponic indoor plant tower for growing vegetables, salads, and herbs at home. Features 36 plant inserts, automatic irrigation, dimmable Samsung grow LEDs, 72-liter water tank, and 3D-printed components.
• greenyGROW
• greenyWATER
• greenyBUNDLE
• greenyGROW IT

Products and services

• greenyGARDEN HOME Flagship 3D-printed indoor aeroponic growing tower designed for household use, enabling year-round cultivation of herbs, vegetables, and microgreens. Targeted at health- and sustainability-conscious consumers and priced at €2,290.
• greenyWATER Companion home water-filtration device using Tesla-coil water structuring technology to treat household tap water. Priced at €1,240 and designed for consumers concerned about water quality.
• greenyGROW Compact 3D-printed indoor growing unit priced at €249.99 as a more accessible entry point into the greeny+ ecosystem for individual consumers and smaller households.
• greeny+ Bundles Multi-product bundle offers combining greeny+ hardware (e.g., greenyGARDEN HOME + greenyWATER) at combined pricing, designed to drive higher average order value and cross-sell within the product ecosystem.
• greeny+ Consumables Recurring consumables including seeds and nutrients sold to greeny+ hardware owners to support ongoing operation of greenyGARDEN HOME and greenyGROW systems.

Quantifiable outcome

• Up to 90% less water consumption compared to conventional soil-based cultivation
• +2 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability1 record

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and supporting.

• Busse EngineeringcoreTechnology or IntegrationBusse Engineering collaborates with greeny+ on product development, contributing engineering expertise to the design and development of greeny+ products. Busse Design is listed as a key development partner on the greeny+ team page.
• Raise3DcoreTechnology or IntegrationRaise3D is a premium industrial 3D printer manufacturer supplying professional grade printers for greeny+'s own production facilities. This partnership enables greeny+ to manufacture 92 individual components of the greenyGARDEN HOME using industrial additive manufacturing technology.
• AMPRO 3DsupportingTechnology or IntegrationAMPRO 3D provides 3D printing consulting services to greeny+, supporting the optimisation of additive manufacturing processes in greeny+'s production facilities.
• VitaJuwelcoreStrategic or Co-development PartnerVitaJuwel designs and supplies crystal glassware (e.g., Era Set carafe, Grande reservoir) bundled with greenyWATER. Their edelstein (gemstone) philosophy complements greeny+'s water energetisation positioning. VitaJuwel products are also sold through greeny+'s partner store. Anita Schrank manages this partnership at greeny+.
• Tesla HomecoreTechnology or IntegrationTesla Home provides ur-frequency (Tesla coil) technology integrated into the greenyWATER product to restructure water into hexagonal form. Tesla Home is described as an 'Ur-Frequenz Spezialist' (ur-frequency specialist) and the technology is core to greenyWATER's differentiated positioning.
• urbanhivesupportingStrategic or Co-development Partnerurbanhive supplies sustainable plant capsules for indoor farming, complementing greeny+'s product ecosystem. They offer plant capsules specifically adapted for use in indoor farming setups.
• HGA InternationalsupportingStrategic or Co-development PartnerHGA International provides innovative solutions for plant growth, supporting greeny+'s mission to offer effective and sustainable indoor growing systems.
• Laureus FoundationsupportingStrategic or Co-development PartnerLaureus Foundation (international top sport) is listed as a greeny+ partner. The nature of the partnership appears to be strategic/mission alignment around healthy living and sustainability, with Laureus bringing association with elite sport and wellness values.
• Plattes GroupsupportingOthersPlattes Group (Steuer, Recht und Invest Kanzlei — tax, law, and investment law firm) provides accounting, legal, and investment advisory services to greeny+. Willi Plattes is featured in company communications (interview with Tom Maus).

Scale indicators2 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• Brita: Brita is the dominant incumbent in household water filtration, including pitcher/countertop systems. Comparable to greenyWATER on category and consumer use case but at much lower price points and broader mass-market positioning.
• Plenty: Plenty is an indoor vertical farming company focused on large-scale commercial production, with overlapping technology (controlled environment agriculture) but operating at a vastly different scale and B2B orientation than greeny+ consumer products.
• Infarm: Infarm operates large-scale in-store and central vertical farming units for retailers and restaurants — addressing a similar produce-at-the-point-of-consumption thesis but at commercial scale rather than the home consumer market greeny+ targets.

Direct peers

• iDOO: iDOO offers affordable hydroponic indoor growing systems with LED lighting at mass-market price points, directly competing with greenyGROW and the lower end of greeny+'s indoor garden line.
• AeroGarden: AeroGarden is the most established direct competitor in countertop/home smart indoor gardening, offering hydroponic gardens with built-in LED lighting and seed pod kits. Directly comparable to greenyGARDEN HOME in core use case (home growing of herbs/vegetables) but at significantly lower price points.
• Rise Gardens: Rise Gardens makes modular hydroponic indoor garden towers with app connectivity, comparable in form factor and target customer to greenyGARDEN HOME, and similarly pursuing premium pricing in the home growing segment.
• Gardyn: Gardyn offers AI-powered vertical indoor gardens with app control, hydroponic columns, and subscription-based plant pod delivery — overlapping with greeny+ on aeroponic/vertical indoor gardening and consumables revenue model.
• Click & Grow: Click & Grow sells smart indoor gardens (Smart Garden series) with proprietary soil-like growing medium, automated watering, and LED lighting — directly competing with greenyGARDEN HOME and greenyGROW for the urban health-conscious consumer.

Regional players

• VitaJuwel: VitaJuwel is both an existing partner of greeny+ (supplying crystal carafes bundled with greenyWATER) and a regional peer — they sell premium gem-infused water bottles and carafes in the DACH market with a similar "water energetisation" positioning to greenyWATER.

Emerging players

• LARQ: LARQ makes self-cleaning water bottles and pitchers with UV-C purification and app connectivity, competing in premium water treatment adjacent to greenyWATER but with a different product form factor and mobile lifestyle positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@greenyplus
• Facebookfacebook.com/people/greenyplus-worldwide/61556656531142
• Instagraminstagram.com/greenyplus_worldwide
• TikToktiktok.com/@greenyplus_worldwide
• LinkedInlinkedin.com/company/greeny-plus

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about greeny+